The owner of Roc City Food Tours needed branding that appealed to outgoing and sophisticated foodies in the Rochester, NY area. 
They asked for several specific elements: a plate with knife and fork motif in the middle of the word "Roc," a color scheme including bright orange and purple, and an overall feel that would appeal to middle-aged women, their target audience.
Rochester is known for its bounty of Lilac bushes, which often come in varying shades of purple. This symbol shows in faded, subtle backgrounds behind branding elements.
Color Scheme
The purple is a nod to Rochester's chosen flower, Lilacs. The orange is inspired by the golden light that rests on the delicate petals or perhaps the sun setting behind them.
Logo Variations

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